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Is gamification a game changer for corporate communications, investor relations and CSR?

What is Gamification? - “Gamification, the use of game elements to promote desired behaviours among customers and employees”

Corporate communications, with the growth of Internet of Things, Social media practices and technology has evolved into one of the most important and powerful corporate and brand tools that act as the ambassador of your company.  

What is Gamification? - “Gamification, the use of game elements to promote desired behaviours among customers and employees” – The Business Insider

There is a lot of talk that gamification is an excellent way to engage your employees in an internal dialogue, which can improve productivity, happiness at work and creativity. Corporates are staring more and more to use gamification in their daily and yearly strategies, business plans, internal communication, employee engagement and all other communication levels.  

Some of the main benefits of gamification are:

  • Changes employees’ minds;
  • Appealing for various generations, especially for millennials; 
  • Helps employees learn a new business behaviour and feel as an important part of your brand;
  • Creates a feeling of overcoming difficulties and fear at work;
  • Brings engagement to your team;
  • Increases brand loyalty and awareness;

However, is that also possible for external stakeholder engagement? Could your corporate communication strategy with investors, CSR managers, clients, and media change if you employ gamification practices? Why not? 

Being effective in the use of gamification means you have to make it part of your company’s DNA. Many companies usually use reward points, badges, awards, challenges, leader boards or combinations of these. Below are some of the most interesting examples of corporate gamification – not just for employees, but also for all stakeholders:

This tool, available both for Web and as an App by FCA is a great example of how through a game a company can engage all stakeholders. The power of this “Deep in the Blue” comes from the fact it engages both internal and external stakeholders, making them aware of their water consumption and how to help our surrounding environment.

 

The idea of this project by Siemens, is to stimulate an online plan’s manager experience for external stakeholders. From challenging players to increase productivity and sustainability, to teaching them how to manage the overall health of the industrial plant and what it is like to be a plant manager. 

 

This platform by Volskwagen was designed to let people compete by creating “fun” initiatives, which make people collaborate, think, play and win. Why is it good? Because it not only contributes to everyone, changes their behaviour and there is are price awards, but it also changes the world and the perceptions of the brand. One of the most active and well received ideas was the “take the stairs instead of the escalator”, which made people play the piano, while taking the stairs in the metro. 

 

Marriot International was one of the first companies to adopt gamification as a recruitment strategy. Finding the right and passionate employees can be rather challenging, however, their creative team came up with an online game similar to The Sims, where employees have to immerse into being kitchen managers and be acquainted with the industry. Similarly, to Siemens, the company added value to the brand, but also involved the future employees in the process. Gamers can create their own restaurants, make budgets, hire employees and have a full simulation of the real job experience. 

 

Novo Nordisk is a pioneer in all the latest innovation changes in corporate communications. One of the first companies to publish an integrated report has also been developing many games, related to sustainability and other topics in order to engage their employees as well as all visitors to their website. They address issues related to business ethics, climate change and economics and health. 

The examples above show not only that gamification can be an innovative tool to engage stakeholders, but it is also a starting point to create change in surrounding communities and raise brand awareness. There have been many more campaigns by companies, and it doesn’t matter what business sector you are in, you can create your own campaign to change how your brand is perceived by the others. 

Sources:

Business Insider, NovoNordisk, Volkswagen, Siemens, FCA Group, Marriot International, The Sims